UK adults spend an average of 4 hours 20 minutes online daily, a significant increase from 3 hours 41 minutes in 2023. This surge is largely driven by 18-24 year-olds, who spend over 6 hours online, primarily on platforms like TikTok and Instagram. In contrast, those over 65 spend just over 3 hours online.
Dominance of Alphabet and Meta
Alphabet and Meta's platforms dominate online usage, accounting for nearly half of all online time. YouTube leads with 94% penetration, averaging 49 minutes daily per user. Meta's Facebook, WhatsApp, and Instagram also boast high usage, with Facebook reaching 91% penetration despite low engagement among younger demographics. Read more about Google's legal battles.
Gender Divide in Online Habits
Women spend 33 minutes more online daily than men, with a more pronounced gap among Gen Z. This difference may be attributed to higher female engagement with social media, particularly platforms like TikTok. Learn about TikTok's recent policy changes.
Social Media Trends
Established platforms like YouTube, Facebook, Instagram, and TikTok maintain their top positions. Reddit shows rapid growth, surpassing X (formerly Twitter) and LinkedIn in popularity. Emerging platforms like Bluesky and Threads also gain traction, though their user bases remain smaller. Explore Threads' strategies to compete with Bluesky.
Generative AI Adoption
Early adoption of generative AI reveals a gender gap, with men showing greater interest and usage compared to women. Women also express more skepticism about the societal and personal benefits of these services.
Online Safety Concerns
Despite the perceived benefits of online activity, concerns about online safety are rising. Issues like misinformation, harmful content, and online harassment are increasingly prevalent, particularly among younger users. Ofcom's upcoming Codes of Practice aim to address these concerns and protect children online.